Post by account_disabled on Feb 27, 2024 10:36:11 GMT
A few weeks ago in an article published on Rudy Bandiera's blog talking about "Local Content Strategy" I told how the success of some cross-media editorial strategies carried out by Amarena Fabbri, by Cosmopolitan and by our Giornale del Cibo , was largely due to their “territorial” approach. What does it mean? Approaching a territory means speaking to a group of people who share elements such as dialect , sayings, football teams (or other sports), cuisine , traditions, squares, restaurants, bars or famous people (not so much actors/singers as well as known people). Food newspaper: “ComeSiDice” Taking inspiration from some Case Studies found on social media, we decided to try to tickle the parochialism of our Fans by involving them in a sort of dialect quiz . How do you say The response from users was so high that a few months later we thought of creating a series of articles that talked about the food taboos of each city/region. Food Journal: “Inviting someone to dinner…” invite to dinner In your opinion, who is interested in reading an article like " Inviting a person from Ancona to dinner "? The people of Ancona themselves, the non-Ancona people who live in Ancona, those who live in the "rival" city, girlfriends/boyfriends/wives/husbands from Ancona and finally friends.
How to reach them? Easy! On Facebook you just need to take advantage of the very Panama mobile number list powerful profiling system that is the basis of the Ads, on Twitter you try to involve "local influencers". Here are the results of this operation: URL Likes Shares Comments Total /invite-a-salentino-to-dinner-things-not-to-do/ 5734 2842 2078 10654 /invite-a-people-from-Catania-to-dinner-things-not-to-do/ 5955 2629 2052 10636 /invite-a-person-from-Sassari-to-dinner-what-to-know/ 4122 1792 1560 7474 /invite-a-bolognese-to-dinner-what-to-know/ 3229 1579 1101 5909 /invite-a-crotone-nese-to-dinner-things-to-know/ 2797 1323 1293 5413 /invite-a-person-from-Pescara-to-dinner-things-to-know/ 2915 1338 1073 5326 /invite-a-person-from-Ancona-to-dinner-what-you-need-to-know/ 2754 1419 1030 5203 Food Journal: CulinaryBestemmie The publication of the articles of the "Invitation to dinner" series on the online magazine reveals (or rather confirms) that the cuisine of each territory has its "religious icons" and that every variation on the theme is considered a real "Culinary Blasphemy" .
This is the case of pizza with pineapple for Neapolitans: Pineapple Pizza Or tagliatelle with meat sauce for the Bolognese (which the world knows as " Spaghetti alla Bolognese "). Precisely in this last case, demonstrating the verticality of the "local" niche , the difference between the performances of the publication made in the Giornale del Cibo and those of the same post reshared by the Municipality of Bologna (a local influencer) is exemplary. Spaghetti bolognese Hundreds of thousands of people reached, almost 3000 shares, 113 comments and over 1100 likes. The same publication on our Fan Page achieved a tenth of these results. This despite the fact that the user base of the Food Journal is double that of the Municipality. The 5 rules of a “local” content strategy What does this case study teach us? That the local language hides a very high potential for engagement and virality. A brand that knows how to exploit and play with this sense of belonging by adapting its communication to local language can find a truly vertical niche on social networks . However, the risk of falling into the banal is very high. So I identified a series of rules to follow. 1. You need to know the area well The local content strategy requires in-depth knowledge of the territory.
How to reach them? Easy! On Facebook you just need to take advantage of the very Panama mobile number list powerful profiling system that is the basis of the Ads, on Twitter you try to involve "local influencers". Here are the results of this operation: URL Likes Shares Comments Total /invite-a-salentino-to-dinner-things-not-to-do/ 5734 2842 2078 10654 /invite-a-people-from-Catania-to-dinner-things-not-to-do/ 5955 2629 2052 10636 /invite-a-person-from-Sassari-to-dinner-what-to-know/ 4122 1792 1560 7474 /invite-a-bolognese-to-dinner-what-to-know/ 3229 1579 1101 5909 /invite-a-crotone-nese-to-dinner-things-to-know/ 2797 1323 1293 5413 /invite-a-person-from-Pescara-to-dinner-things-to-know/ 2915 1338 1073 5326 /invite-a-person-from-Ancona-to-dinner-what-you-need-to-know/ 2754 1419 1030 5203 Food Journal: CulinaryBestemmie The publication of the articles of the "Invitation to dinner" series on the online magazine reveals (or rather confirms) that the cuisine of each territory has its "religious icons" and that every variation on the theme is considered a real "Culinary Blasphemy" .
This is the case of pizza with pineapple for Neapolitans: Pineapple Pizza Or tagliatelle with meat sauce for the Bolognese (which the world knows as " Spaghetti alla Bolognese "). Precisely in this last case, demonstrating the verticality of the "local" niche , the difference between the performances of the publication made in the Giornale del Cibo and those of the same post reshared by the Municipality of Bologna (a local influencer) is exemplary. Spaghetti bolognese Hundreds of thousands of people reached, almost 3000 shares, 113 comments and over 1100 likes. The same publication on our Fan Page achieved a tenth of these results. This despite the fact that the user base of the Food Journal is double that of the Municipality. The 5 rules of a “local” content strategy What does this case study teach us? That the local language hides a very high potential for engagement and virality. A brand that knows how to exploit and play with this sense of belonging by adapting its communication to local language can find a truly vertical niche on social networks . However, the risk of falling into the banal is very high. So I identified a series of rules to follow. 1. You need to know the area well The local content strategy requires in-depth knowledge of the territory.